Digital Photography Takes Off

Digital photography is maturing into its own image capture specialty. but novice beware: to succeed, you need to do more than just point and shoot.

Photographs are the principal marketing tools of the retail catalog. The better the quality of the photograph—that is, its ability to express adequately the details and essence of the item—the higher the chance of customer satisfaction. Achieving enticing product shots traditionally requires a multi-step process, which includes: initial, instant film shots to test composition and lighting; the actual photo shoot; sending the film for development; waiting; checking the transparencies for accuracy; then re-shooting or digitally manipulating anything that comes out below standard. This time- and materials-consuming method is deemed appropriate by conventional photographers, because they understand the weight of the responsibility that rests on their product shots.